“The historical, competitive, and ideological factors that structure the practices of commercial mythmaking remain largely unexplored and undertheorized. Now, a study from the February 2008 issue of the Journal of Consumer Research investigates these interrelationships by performing a comparative analysis of two prominent New South mythmakers – editors of nationally distributed magazines about the South – who are seeking to ideologically reconstruct the historical legacy of antebellum, confederate, and segregationist South in ways that serve their commercial agendas.”
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